WL App Deployment Models
WL App is offered through three main commercial models, depending on whether the retailer already has a customer app, wants a new white-label app, or needs a browser-based loyalty experience.
The loyalty capabilities are the same across the three models. The difference is ownership of the host experience, authentication bridge, publication model, and release process.
Customer authentication (IAM)
Loyal Guru is a loyalty platform, not a general-purpose identity provider. Authentication policy for WL App and the SDK:
| Policy | Recommendation |
|---|---|
| Default | The retailer owns Customer login (their IAM, SSO, or existing app auth). The host authenticates the Customer and passes a retailer-issued JWT to the WL App SDK so Loyal Guru can open the loyalty module for that Customer. |
| Exception — very small APP clients | For selected small Companies that take the Full White Label App and have no identity stack, Loyal Guru can manage registration and login inside the app only (LG-managed authentication). This is scoped to the WL App channel for that Company — not a standalone auth product for arbitrary websites. |
Do not position Loyal Guru as an IAM for a custom retailer website unless the project explicitly uses the same LG-managed auth model already approved for that Company's WL App. Prefer retailer-issued JWT (or federated identity) whenever the retailer already has — or can contract — an IAM.
Detail for integrators: SDK Authentication.
Full White Label App
Loyal Guru delivers a complete standalone loyalty app published under the retailer brand in App Store and Google Play.
Use this model when the retailer wants a ready-made customer app and does not already have a loyalty app to extend. Loyal Guru manages the app implementation, loyalty frontend, production deployment, and app store submission process. The retailer provides branding assets, legal content, configuration decisions, and business sign-off.
For very small Full WL App clients without an identity stack, Loyal Guru may also manage in-app registration and login. For all other cases — especially SDK embeds — the retailer owns login and integrates with a JWT. See Customer authentication (IAM).
Embedded SDK Hybrid App
The retailer keeps its existing mobile app and embeds the Loyal Guru loyalty experience inside it using the WL App SDK.
Use this model when the retailer already has a hybrid mobile app, typically React Native or Flutter, and wants to add a loyalty area without rebuilding Loyal Guru modules in native UI. The host app owns navigation and authentication (retailer IAM + JWT into the SDK); Loyal Guru renders the loyalty module inside a WebView/iframe-based container.
Typical embedded modules include coupons, Rewards, tiers, Challenges, Games, wallet, profile, or the full loyalty area.
Web / Browser Embed
The loyalty experience is embedded inside a website, e-commerce site, customer portal, or kiosk-style digital experience.
Use this model when the retailer wants web access to loyalty modules without a dedicated mobile app. The SDK injects a secure iframe/web component into the host page, handles token exchange with the embedded Loyal Guru module, and supports responsive rendering and automatic resizing.
Standalone Web Deployment
Standalone web deployment is an operational variant for browser-first deployments. Loyal Guru deploys the loyalty experience as a standalone browser/PWA experience.
Use this model for lightweight deployments, markets where app store distribution is not needed, or as a complement to a physical retail program. Loyal Guru manages the loyalty experience and deployment; the retailer typically provides the domain, branding, legal content, and configuration.
Responsibilities by Model
| Responsibility | Full WL App | Embedded SDK | Web / Browser Embed | Standalone Web |
|---|---|---|---|---|
| Loyalty UI | Loyal Guru | Loyal Guru module inside host app | Loyal Guru module inside host web | Loyal Guru |
| Host app/web shell | Loyal Guru | Retailer | Retailer | Loyal Guru |
| Authentication bridge | Retailer IAM + JWT (default); LG-managed login only for approved small full-app clients | Retailer IAM + JWT via SDK (recommended) | Retailer IAM + JWT via SDK (recommended) | Retailer IAM or LG-managed when in scope |
| Branding | Retailer provides assets; LG configures | Retailer provides assets; LG configures module | Retailer provides assets; LG configures module | Retailer provides assets; LG configures |
| App store release | Loyal Guru manages | Retailer manages host app; LG manages embedded module updates | Not applicable | Not applicable |
| Loyalty configuration | Loyal Guru platform | Loyal Guru platform | Loyal Guru platform | Loyal Guru platform |
Choosing a Model
| If the retailer needs... | Choose |
|---|---|
| A complete branded loyalty mobile app | Full White Label App |
| Loyalty inside an existing hybrid app | Embedded SDK Hybrid App |
| Loyalty modules inside e-commerce or a customer portal | Web / Browser Embed |
| A browser-first loyalty experience without app stores | Web / Browser Embed or Standalone Web Deployment, depending on who owns the host experience |
For implementation details, see WL App SDK Integration.